Hair care brand Virtue Labs has tapped Jose Luis Palacios as chief executive officer concurrently it has raised a recent financing round led by Clearasil and Only for Men owner Combe, its majority shareholder.

Palacios takes the reins from Virtue Labs founder Melisse Shaban, who launched the brand in 2017. Shaban, the previous CEO of Strivectin Operating Company and Frédéric Fekkai will proceed to function an adviser to the CEO and the board, based on the corporate.

Palacios joins Virtue after a protracted profession in the buyer brands industry, including global leadership positions at Procter & Gamble, Coty Inc., and most recently, Google, where he worked in the buyer product goods division.

At Coty, he held quite a few positions, including global vp of business excellence and governance in consumer beauty and CEO of Mexico and Latin American markets.

“Jose Luis is a visionary leader and an experienced operator with a proven track record of driving growth and innovation in the buyer brands industry. He brings a wealth of experience and expertise to Virtue, and we’re confident that he’ll lead us to recent heights of success,” said John Rice, chairman of Virtue.

Palacios added that he was looking forward to accelerating Virtue’s growth and development across digital, retail and salon channels, within the U.S. and internationally, and “to deliver exceptional value to our customers, consumers, partners and shareholders.”

The corporate didn’t provide any further details on its latest funding round from Combe, a family owned personal care company that has been involved in Virtue since its launch.

In 2020, it announced a series C investment in Virtue Labs, although financial details weren’t disclosed.

“I’m excited for Virtue’s future under Jose Luis’ leadership, and am delighted to proceed supporting the expansion and development of a brand that’s having an incredibly transformative impact on the health of our consumers’ hair,” said Keech Combe Shetty, executive chair of Combe Inc.